PreschoolNews.net speaks to vital baby’s director Dean Tollman about the early feeding sector, finding out how 2019 has treated the nursery product brand so far and what’s in store for the rest of the year.
How has the feeding category performed over the last year?
“This is a category which has seen a lot of innovation and new entries to the market over the past year. As such, it has performed well, with multi-purpose products with more than one function or feature becoming popular. We always strive to be a leader in the baby market and I’m pleased to say that our new innovations have performed well, in line with or exceeding expectation.”
How important is this category for the nursery and preschool market?
“Feeding is a critical category for the nursery and preschool market. It gives brands the opportunity to connect with parents early on in their exciting journey of parenthood. Whether parents choose to breast or bottle feed they will need products to support their chosen path and the decisions surrounding specific products and brands is key to brand loyalty later on as baby grows.”
What do retailers need to be aware of in the early feeding category?
“With constant innovation and opportunities to upsell products in this category and into others, it is important for retailers to ensure that their customers are educated with new products and brands that come along in this ever-evolving sector. As brands, we are looking to meet the constant ever-changing needs of parents such as usability, convenience, function, and quick and easy -to-use products.”
Tell us how the early feeding market has developed over the past few years?
“The early feeding market has seen some interesting changes over the last few years. Advancements in innovation and technology to help parents do every day things in a better, more efficient way have been key and have seen many new brands enter the market as well as the reduction in the presence of some of the more well-known brands. Of course, the way consumers are shopping is being led online where reviews are playing a more critical role than ever…. Value for money is also a consideration, so products that offer longevity, great quality and that can be used beyond baby or for other things are key.”
What is vital baby’s hero product for 2019? What is so special about it?
“This year saw the launch of our new Vital Baby NURTURE range which included innovations such as Pro-UV Steriliser and dryer, which dry-disinfects without the need for chemicals, heat, steam or sterilising solution, giving parents extra peace of mind. It can be used to sterilise most items including bottles and accessories, teethers and soothers, toys, cosmetic products and even mobile phones!”
